Global Brands has launched a campaign for the public to come up with a new flavour for its ready-to-drink brand VK.
Aiming to reach more than six million consumers this summer, the nationwide search offers the reward of a year’s supply of the new flavour to the person whose idea is chosen.
The general public is being encouraged to submit their combinations to the relaunched www.vkofficial.com website by June 22, 2018. The four most popular flavour suggestions will go head to head in a massive public vote at the start of July.
Famous faces will each champion a flavour on Instagram including Geordie Shore stars Chloe Ferry and Sam Gowland, Love Island and Ex on the beach star Josh Ritchie and MTV Million Dollar Baby’s Lateysha Grace.
The winning drink suggestion will be announced in August and will then be put into production for launch into the on- and off-trade.
The campaign will include an in-pack promotion within the VK mixed pack as well as an online drink generator and a packed programme of PR and social media.
Jen Draper, head of marketing at Global Brands, said: “Fans of VK are genuinely passionate about the brand and we wanted to take this opportunity to develop something truly unique, but most importantly, in collaboration with them.
“Millennials and legal-drinking-age Generation Z don’t want to be told what to do or buy by a brand, they want to get involved and feel that they have been a part of the decision-making process, which is exactly what we have set out to do.”
The new variant will join the existing seven flavours of VK Blue, VK Ice, VK Strawberry & Lime, VK Orange & Passion Fruit, VK Black Cherry, VK Tropical Fruits and VK Apple & Mango.
The campaign follows a year of growth for the brand which is the number-one RTD in the UK on-trade, rising in value by 11.9% and by 9.5% in volume, according to figures from leading on-trade research specialist CGA Strategy.
This year’s activity also includes the VK Student Ambassadors campaign searching for the most passionate VK fans who will be employed by the brand to help showcase the RTD at their university.